Clear and prominent CTAs

There was a need to add more sports betting options, features (live sports dashboard, events, e-sports), promos and creating an online social betting community on the platform to increase engagement.

Improved filtering across sports for faster navigation

Participants were consistently struggling to navigate crucial platform pages.

Strong information hierarchy for better scanability

Research revealed weak branding and call-to-action buttons was directly impacting the willingness of users to engage further with the platform.

New In-House Wallet

I designed a simple  native wallet experienceto eliminate reliance on external wallet setup, reducing 7+ steps and simplifying how users deposit, withdraw, and track funds.

Simplified Onboarding

I streamlined onboarding to support both crypto-native and non-crypto users, making account setup more accessible across different experience levels.

Behavioral Analytics Study [HotJar & Google Analytics]

I analyzed Google Analytics and Hotjar recordings to understand where users were dropping off and how they navigated core flows.

Qualitative Interviews [Crypto & Non-Crypto Users]

I conducted interviews with both crypto-native and non-crypto users to understand differences in mental models and expectations. Crypto-native users lacked excitement with the platform, while non-crypto users struggled with the multi-step wallet setup.

Visual Design

To lay the foundations of a new visual design system that would align with product 'look and feel' goals while ensuring easy scalibility.

Dashboard Design

To improve information hierarchy, make the experience easier to navigate and delightful while remaining scalable for promotions.

Onboarding & Wallet

To reduce friction during account setup, eliminate unnecessary steps in wallet creation by setting up an in-house wallet.

New Gaming Verticals

To create a scalable system that could support Casino, Fantasy, and expanded betting features.

Horizontal league filteration was slower

While this structure improved scanability, it retained a sequential interaction model (sport → league). Users still had to navigate up to filter specific leagues, which slowed down access. I wanted to explore a persistent side navigation for faster league selection.

Reduced reliance on horizontal scanning

I explored a combination of horizontal and vertical navigation heirarchy. This direction worked better by introducing persistent league navigation, allowing users to access specific leagues more directly. It reduced reliance on horizontal scanning and made filtering more efficient.

Visual Elements and design language

Over multiple design sprints and alignment cycles with leadership, the design team established a visual foundation and component system. I drove the visisn for the visual system on a high-level, stressing on  analog accents and modern typography to create brand distinction. The system was futher polished as a team activity.

I designed scalable dashboard sections so promo cards could be integrated without disrupting the experience, supporting engagement and incentives. I used Midjourney AI to create promotional cards and ads as we lacked a dedicated team to create visual assets. I then established sizes and tones for these cards to understand how they would fit within the dashboard.

Onboarding new crypto users was difficult due to a high number of steps and reliance on external wallet creation. Before placing a bet, users were required to leave the platform, set up a wallet, and complete multiple actions, creating friction early in the journey. External wallet setup introduced 7+ steps before users could fund their account, breaking the flow and experience.

Reduced risk and faster implementation

Dexwin relied on external wallets due to the complexity and risk of handling crypto assets on-platform. Building an in-app wallet requires secure handling of private keys, including storage, encryption, and recovery. Using external wallets allowed the team to launch faster without building full wallet infrastructure.

Making crypto wallets creation feel like logging into Gmail without compromising on security was one of our toughest technical and design challenges.

External wallet flows were a major source of drop-off and friction requiring users to leave the platform and complete multiple steps before depositing funds. This broke momentum  at a critical point in the journey. As the product matured and more resources became available, the team invested in stronger backend capabilities, making it feasible to move to an in house wallet and take control of the experience end to end.

As a starting point, I mapped out the new user journey to understand how the wallet would fit into the experience and identify the features it needed to support

To replace external wallet dependency, I had t omake sure  the in-house wallet needed to support the core capabilities of a standard crypto wallet while remaining simple enough for non-crypto users. I started by mapping out the essential features required to make the wallet functional. I studied beginner-friendly wallets like Metamask and Rainbow Wallet to understand information hierarchy and functionality.

The first version I prototyped used a top-aligned segmented tab to organize wallet actions. I made this decision to make  switching between deposit, withdraw, buy, and swap intuitive. The toggles updated the available options under each section. However, the on-ramp and off-ramp third party integrations required to support these actions involved merging external UI patterns with the existing interface, which was not possible. The neutral state of the wallet needed to remain free of any third party integrations. After getting feedback from the team, I set out to explore a direct approach.

In this version for deposit, withdraw, buy, and swap - instead of switching between tabs, I designed each action to be clickable, leading to a dedicated flow. This approach made it easier to integrate the on-ramp and off-ramp as separate flows, without forcing external UI into the main interface. By moving these into controlled entry points, I ensured the experience remained consistent while still supporting third-party interactions.

On-ramp and off-ramp flows relied on third party interfaces at L2/L3, which introduced some visual inconsistency within the wallet experience. After many trials, I concluded that these flows cannot fully align with the product’s design system.

Why it didn’t matter

This inconsistency was limited to specific transaction steps and did not affect the core wallet experience. More importantly, using well known third party providers improved trust during financial actions and ensured reliable transaction handling.

Why it was successful

I prioritized clarity, speed, and user confidence over complete visual consistency to ensure the experience remained effective and clean where it mattered most.

$792 ↑ in ARPU

The platform saw a $792 increase in Annual Revenue Per User after the initial revamp. Following this, the product continued to evolve through ongoing iterations and targeted design improvements.

7->27% ↑ in DAU/MAU

The sticky ratio increased owing to the revamp, aggressive marketing strategies in user-dense regions like the Philippines and Taiwan.

2x organic conversation rates

The revamp led to a 2× increase in organic conversion and expanded the platform’s reach to new users across Europe and Africa.

Navigating ambiguity in a new domain

I started with a limited understanding of crypto systems, which made early decisions harder and slower. I spent time learning independently, asking basic questions, and working closely with engineers to understand how things actually worked which helped me develop more confidence in my design decisions.

Designing for trust in high-risk environments

Working on financial and crypto flows made it clear that small UX decisions directly impact user trust. I focused on clarity, feedback, and accessibility when designing transactional flows. Limited resources meant holding back on forcing visual identity in these areas earlier on.

Design is design

I learned to bend my design instincts to fit the needs of the system. More importantly, it shifted how I see myself. I was not just creating interfaces; I was solving problems, making decisions aligned with user and business needs. Working in this space also opened up the world of web3 for me, expanding my understanding of how connected systems operate beyond traditional interfaces.
It broadened my perspective on emerging technologies and how they shape user behavior.